Maximising Your SERP Potential     Enhance your listings with Rich Snippets            Peter Handley            theMediaFl...
IS ME PETE?       Director of SEO at theMediaFlow            Responsible for strategy and delivery            Klout says I...
WHAT            Are Rich Snippets?@ismepete   #thinkvis
STANDOUT
People
AuthorsNot a “true” rich snippet…
Reviews
Recipe
Events
Product
Video
Music@ismepete   #thinkvis
WHY
Increased  Click  Through  Rate@ismepete   #thinkvis
Review CTR        Post Imp CTR = Post Implementation CTR and compares month prior to                       Schema implemen...
Author CTR@ismepete   #thinkvis
Author + Review CTR            Based on individual user reviews, not aggregate@ismepete         #thinkvis
HOW            to get Rich Snippets to appear@ismepete         #thinkvis
Microdata,  Microformats  and/or  RDFa                        ….it’s about Semantics@ismepete   #thinkvis
The Semantic Web"a web of data that can beprocessed directly and indirectlyby machines.“         Tim Berners-Lee
Microdata        Microdata is an HTML specification used to nest semantics within        existing content on web pages. Se...
Microformats        A microformat is a web-based approach to semantic markup which        seeks to re-use existing HTML/XH...
RDFa        RDFa (or Resource Description Framework–in–attributes) is a W3C        Recommendation that adds a set of attri...
You Can  Use Any  Of These            ….Google recommends microdata@ismepete     #thinkvis
Implementing Person            LinkedIn use hCard microformat            I’d use http://schema.org/Person if setting this ...
Implementing Authorship Lots of ways documented online   The simplest way to do it is   add ?rel=author to a link to   you...
Implementing Single Reviews@ismepete   #thinkvis
Implementing Aggregate Reviews@ismepete   #thinkvis
Implementing Recipe     ….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore@ismepete              ...
Implementing Events      ….you could try the GWT Data Highlighter too, though none of my tests with it work yet@ismepete  ...
Implementing Product@ismepete   #thinkvis
Implementing Video        ….I actually tend to use Video Sitemaps to get these Rich Snippets@ismepete             #thinkvis
Implementing Music  Last.fm markup songs with Schema on Top Tracks:@ismepete       #thinkvis
Tools  Raven Tools’ Schema Creator Rocks:              http://schema-creator.org/@ismepete     #thinkvis
Tools  So does the microDATAgenerator:             http://www.microdatagenerator.com/@ismepete      #thinkvis
Tools  Use Structured Data Testing Tool:            http://www.google.com/webmasters/tools/richsnippets@ismepete          ...
MIXThem Up
Why just  use one  Rich  Snippet?                        ….more are better!@ismepete   #thinkvis
@ismepete   #thinkvis
It Doesn’t  Always  Work            ….Google annoys me sometimes!@ismepete     #thinkvis
But It  Can’t Work  Unless  You Try!                        ….So, give it a go!@ismepete   #thinkvis
Don’t Piss Off SEOs
http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/@ismepete      ...
http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace@ismepete             #thinkvis
http://www.omnlondon.com/vodafone-uk-business-account-scandal/@ismepete              #thinkvis
http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/@ismepete                #thinkvis
http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/@ismepete              #thinkvis
Thanks for Listening!            Let me know if you have any questions:            @ismepete            peter.handley@them...
Resources: Useful Links:                                            Images: http://schema.org/                            ...
Maximising Your SERP Potential - Enhance your listings with Rich Snippets
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Maximising Your SERP Potential - Enhance your listings with Rich Snippets

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Maximising Your SERP Potential - Enhance your listings with Rich Snippets

  1. 1. Maximising Your SERP Potential Enhance your listings with Rich Snippets Peter Handley theMediaFlow www.themediaflow.com@ismepete #thinkvis
  2. 2. IS ME PETE? Director of SEO at theMediaFlow Responsible for strategy and delivery Klout says I’m influential about rum (and SEO/Internet Marketing)@ismepete #thinkvis
  3. 3. WHAT Are Rich Snippets?@ismepete #thinkvis
  4. 4. STANDOUT
  5. 5. People
  6. 6. AuthorsNot a “true” rich snippet…
  7. 7. Reviews
  8. 8. Recipe
  9. 9. Events
  10. 10. Product
  11. 11. Video
  12. 12. Music@ismepete #thinkvis
  13. 13. WHY
  14. 14. Increased Click Through Rate@ismepete #thinkvis
  15. 15. Review CTR Post Imp CTR = Post Implementation CTR and compares month prior to Schema implementation to month after. Only includes terms that didn’t increase in position Based on individual user reviews, not aggregate@ismepete #thinkvis
  16. 16. Author CTR@ismepete #thinkvis
  17. 17. Author + Review CTR Based on individual user reviews, not aggregate@ismepete #thinkvis
  18. 18. HOW to get Rich Snippets to appear@ismepete #thinkvis
  19. 19. Microdata, Microformats and/or RDFa ….it’s about Semantics@ismepete #thinkvis
  20. 20. The Semantic Web"a web of data that can beprocessed directly and indirectlyby machines.“ Tim Berners-Lee
  21. 21. Microdata Microdata is an HTML specification used to nest semantics within existing content on web pages. Search engines, web crawlers, and browsers can extract and process Microdata from a web page and use it to provide a richer browsing experience for users. http://en.wikipedia.org/wiki/Microdata_(HTML5)@ismepete #thinkvis
  22. 22. Microformats A microformat is a web-based approach to semantic markup which seeks to re-use existing HTML/XHTML tags to convey metadata and other attributes in web pages and other contexts that support (X)HTML, such as RSS. http://en.wikipedia.org/wiki/Microformats@ismepete #thinkvis
  23. 23. RDFa RDFa (or Resource Description Framework–in–attributes) is a W3C Recommendation that adds a set of attribute-level extensions to HTML, XHTML and various XML-based document types for embedding rich metadata within Web documents. http://en.wikipedia.org/wiki/RDFa@ismepete #thinkvis
  24. 24. You Can Use Any Of These ….Google recommends microdata@ismepete #thinkvis
  25. 25. Implementing Person LinkedIn use hCard microformat I’d use http://schema.org/Person if setting this up today@ismepete #thinkvis
  26. 26. Implementing Authorship Lots of ways documented online The simplest way to do it is add ?rel=author to a link to your G+ page from a post … and a contributor link to your G+ page@ismepete #thinkvis
  27. 27. Implementing Single Reviews@ismepete #thinkvis
  28. 28. Implementing Aggregate Reviews@ismepete #thinkvis
  29. 29. Implementing Recipe ….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore@ismepete #thinkvis
  30. 30. Implementing Events ….you could try the GWT Data Highlighter too, though none of my tests with it work yet@ismepete #thinkvis
  31. 31. Implementing Product@ismepete #thinkvis
  32. 32. Implementing Video ….I actually tend to use Video Sitemaps to get these Rich Snippets@ismepete #thinkvis
  33. 33. Implementing Music Last.fm markup songs with Schema on Top Tracks:@ismepete #thinkvis
  34. 34. Tools Raven Tools’ Schema Creator Rocks: http://schema-creator.org/@ismepete #thinkvis
  35. 35. Tools So does the microDATAgenerator: http://www.microdatagenerator.com/@ismepete #thinkvis
  36. 36. Tools Use Structured Data Testing Tool: http://www.google.com/webmasters/tools/richsnippets@ismepete #thinkvis
  37. 37. MIXThem Up
  38. 38. Why just use one Rich Snippet? ….more are better!@ismepete #thinkvis
  39. 39. @ismepete #thinkvis
  40. 40. It Doesn’t Always Work ….Google annoys me sometimes!@ismepete #thinkvis
  41. 41. But It Can’t Work Unless You Try! ….So, give it a go!@ismepete #thinkvis
  42. 42. Don’t Piss Off SEOs
  43. 43. http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/@ismepete #thinkvis
  44. 44. http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace@ismepete #thinkvis
  45. 45. http://www.omnlondon.com/vodafone-uk-business-account-scandal/@ismepete #thinkvis
  46. 46. http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/@ismepete #thinkvis
  47. 47. http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/@ismepete #thinkvis
  48. 48. Thanks for Listening! Let me know if you have any questions: @ismepete peter.handley@themediaflow.com www.themediaflow.com@ismepete #thinkvis
  49. 49. Resources: Useful Links: Images: http://schema.org/ Stand Out - http://www.flickr.com/photos/pdbreen/3398012211/ People - http://www.flickr.com/photos/thekbriodys/2383535992/ http://microformats.org/ Review – Thumb Up - https://developers.google.com/webmasters/richsnippets/ http://www.flickr.com/photos/brightmeadow/1277721242/ http://www.google.com/webmasters/tools/richsnippets Event – Willy Mason - http://schema-creator.org/ http://www.flickr.com/photos/deargdoom57/6090691859/ Video - http://www.flickr.com/photos/deltamike/1450214894/ http://www.microdatagenerator.com/ Music - Rodrigo y Gabriela - http://www.flickr.com/photos/michemay/4776494889/ Why - http://www.flickr.com/photos/drachmann/327122302/ Web - http://www.flickr.com/photos/cybershotking/329184504/ Mix Them Up -http://www.flickr.com/photos/jwthompson2/145296920/ Danger - http://www.flickr.com/photos/spcbrass/4557822128/ Careful! Wasp Nest - http://www.flickr.com/photos/ell-r-brown/5994422112/ Havana Club Rum & Coke - http://instagram.com/p/WHzuuaR13l/@ismepete #thinkvis
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